Conversions from leads to customers is the bread and butter of your business. It's all very well having a dream, a vision, and direction which you believe your world, and ours should take, but ultimately if you're not converting leads to customers then it doesn't really matter what your vision is, you're going broke.
Pivoting isn't a bad thing; it's simply an acceptance that your customers want something different to what you're doing and changing course to meet their needs. You could pivot your sales strategy, your finance model, your pricing and your services, but not many people take into account that it could also be smallest of details like your language that makes or breaks a conversion.
Listen to your customer
You've got to listen more than you talk, read between the lines and understand what direction your customer is heading in. It's not as easy as walking up to a customer and simply asking what they want (because most don't actually know themselves). But they know what they do like, a good product and value for money. That's about all the information you can get from your customer, the rest you have to work out by sending the messages out to your potential customers and gauging their responses. Testing is crucial.
Respond to what they're saying
Once you have a better understanding of what they like, and what isn't working for them, you must pivot your message to meet theirs. Think carefully about your next steps, and base those steps on what your customers are looking for.
Time wasting is a serious mistake in your own life and business life. If you're working on something that your customer doesn't like, hasn't responded well to in the past, or even wore, working on a new product or feature that could take months of your life before you can even gauge customer responses, think carefully about your next moves.
Take the words out of the customer's mouth
Focus all your attention on your customer. Obsesslivley mimic their actions, the words they use, follow their objectives, goals, passions and beliefs and think innovatively about what you could do to make their lives easier. A great way to alter your marketing messaging is literally quoting your customer word for word. You'd be surprised as to how much we do this at CoplandPost, quoting customer conversations with our team into our sales pages, our social media adverts and blog posts.
Spend less time (hardly anytime at all) looking at a competitor, and nearly all your time looking at your customer. And when you think you're messaging doesn't fit what your customer is saying, pivot until it does.